ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN WISATAWAN UNTUK MENGINAP DIEMBUN GLAMPING KOTA PAGARALAM

Virka, Arga (2025) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN WISATAWAN UNTUK MENGINAP DIEMBUN GLAMPING KOTA PAGARALAM. Bachelor thesis, Sekolah Tinggi Pariwisata Ambarrukmo Yogyakarta.

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Abstract

Embun Glamping located in Pagaralam City is one of the accommodation options that focuses on nature and is very popular with tourists, especially young people and families. However, there is no clear explanation regarding the main factors that influence tourists' choice to stay at this place. This study aims to evaluate the factors that influence tourists' decisions, such as price, promotion, location, product, and service. The methodology applied is a quantitative approach using descriptive Explorative techniques. Data were collected through distributing questionnaires to 100 respondents who were visitors who stayed at Embun Glamping. The research findings indicate that price, promotion, and location are the three main factors that most influence tourists' decisions. Competitive prices and comparable to the facilities offered are very important considerations. Promotions carried out through social media and digital platforms can increase attractiveness and create a positive image for Embun Glamping. In addition, a strategic and easily accessible location is an added value. On the other hand, product and service factors do not show a significant impact. The conclusion of this study emphasizes the importance of strengthening marketing strategies, especially in terms of price and promotion. The recommendation given is for managers to focus more on developing creative digital promotion strategies and ensuring prices that are in accordance with the quality of service to increase the interest and loyalty of tourists.

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